Do-Not-Track Group Shoots Down Ad Industry's Suggestions

Law360, New York (July 16, 2013, 7:28 PM EDT) -- A working group tasked with establishing an online tracking standard said Monday that it won't take an online advertising organization's recommendation that targeted ads should not be affected by a Do Not Track standard.

The World Wide Web Consortium Tracking Protection Working Group said the Digital Advertising Alliance had suggested that Internet users would have to use a separate opt-out mechanism if they wished to limit targeted advertising.

In language adopted by the W3 in June, the Do Not Track mechanism would opt users out of its broader definition of tracking, which includes targeted advertising.

The W3 said the DAA's proposal...

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